Make IT Happen 2010

• ATL
• BTL
• DIGITAL
• STRATEGY
• TVC/VIDEO

We’re extremely excited to have been the creative driving force behind “Make IT Happen 2010”, a regional digital campaign by HP and Intel conceptualised to “humanise” IT managers in a way that has never been done before.

The campaign stretched across Asia Pacific, targeting IT Managers through offline events, social media, direct marketing, viral videos, comics, mobile, online advertising and site and audience research. The main thrust was to reach IT Managers in a unique and light-hearted manner different to the standard approaches in the IT industry, paying tribute to the daily challenges faced by IT managers, whose efforts were often unappreciated and unnoticed.

“Through this campaign, HP is addressing the challenges that IT managers are facing. The creative execution puts the ‘faceless’ function of IT at the forefront showcasing how innovative use of technology empowers IT managers to leverage IT for business growth; reach sustainability through green IT and create immerse experiences for better customer intimacy,” said Dennis Mark, Vice President & General Manager, Marketing, Personal Systems Group, Hewlett- Packard, Asia Pacific and Japan.

Together with Omnicon Media Group in conjunction with CBS Interactive, we led the creative efforts to develop an interactive microsite that provided editorial content specific to IT through the business technology site, ZDNet.

A special video and comic series were also featured on the site. Four personalities that best represent the archetypes of office executives were showcased through stories via vignettes and comics.

In total, eight vignettes (total of 56 videos) and 32 comics in three languages – English, Chinese (traditional and simplified) and Korean were created and rolled out across ZDnet’s six markets which includes SEA, India, China, Australia, Taiwan and Korea.

Client: HP, Intel (Asia Pacific)
Reach: APAC
Strategy/ECD/Video scripts: Andy Tan Heok

Media Strategy + Planning: Gavin Gibson (OMG)

Media Partner: CBSi

Campaign Deliverables:
• Strategy/Positioning
• Viral videos/comic series
• Microsite
• Direct Marketing
• Online community engagement
• CEO round tables
• Sales channel activation